The campaign is aimed at international tourists. By using stark imagery we are alerting them that even a simple act like postponing the laundering of hotel towels can help sustain rainforests.

Context

On the eve of World Tourism Day 2012, the UN Secretary-General Ban Ki Moon's message highlighted the fact that everyone has a role in sustainable tourism. He went on to add that every action counts and that this year, one billion international tourists will travel to foreign destinations. Imagine what one act multiplied by one billion can do?

Philosophy/Solution

The main objective is to convey the fact that every action of the tourists counts in sustaining the natural resources of the region they are visiting.